The Pools (formerly The Football Pools) has unveiled its game-changing new rebrand to mark an exciting next chapter for the iconic UK betting company.
Combining a fresh brand identity with a major out-of-home (OOH) marketing and radio advertising campaign, The Pools’ transformative relaunch leverages its nostalgic place in British cultural heritage, while establishing a unique digital iGaming experience for 2025 and beyond.
The revamped multi-channel, rebranding strategy has gone live in Liverpool and Manchester, introducing its The Parents campaign, a light-hearted and nostalgic celebration of the brand’s long-held position in football fandom.
The Pools first launched in 1923 in Liverpool – its headquarters to this day over 100 years later – while its much-loved coupons were first handed out that same year outside Manchester United’s Old Trafford football ground.
The digital reinvention of the beloved Classic Pools and other pools games, now takes the form of a digital membership allowing customers to choose their preferred game and set their monthly spend level, while enjoying exclusive member benefits such as Free-to-Play (FTP) games and free bets.
In addition to the OOH installations a new radio campaign across Northwest England, spiritual home of the Merseyside brand, will reacquaint the public with this much-loved and highly-regarded British institution, while also introducing the brand to a new generation of players.
A television and video-on-demand marketing campaign will follow in March.
James Arnold, CEO of The Pools, says: “It is a hugely exciting day for The Pools as we relaunch this iconic and well-loved brand.
“Players up and down the country have such an affinity and emotional connection with our product, and we believe our new marketing campaign stays true to them while also looking towards the next generation of The Pools customers.
“We wanted to emphasise the humour and personality which is so central to our new brand position, celebrating the joy of playing and the thrill of winning, both big and small. We feel that the fresh, retro-modern feel will appeal to all players, both new and existing. The Pools is well and truly back!”
The Pools’ upgraded online presence powered by Gaming Innovation Group (GiG) and reflects the brand’s commitment to providing a modern, user-friendly experience and reaching new audiences, while maintaining its iconic reputation in UK betting.
